In Scene Diseño de Experiencia de Marca de Ziyang Wang

El diseño In Scene Diseño de Experiencia de Marca de Ziyang Wang es un ganador altamente estimado del prestigioso 2026 A' Design Award de Bronce en la categoría de competición Diseño de Publicidad.

BroncePublicidad· 2026

In Scene Diseño de Experiencia de Marca

de Ziyang Wang

Cliente: Zhejiang Wanli University

Ganador del A' Design Award de Bronce en la Categoría Publicidad

7,971

Ganador de Premio Verificado

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Colores

El Diseño

Acerca de In Scene Diseño de Experiencia de Marca

In Scene es un programa de renovación de marca para una firma de café con sede en Shanghái. El diseño utiliza el teatro como metáfora y sitúa al consumidor dentro de la escena. La caja de regalo cuenta con una estructura de escultura en papel de tres pliegues que se abre como el telón de un escenario y mide aproximadamente 300 por 200 por 80 milímetros. Se emplean papel ecológico y herrajes metálicos. Un código escaneable vincula la caja con un breve test de personalidad que genera una tarjeta para compartir. Las tiendas incorporan luz, aroma y sonido para ampliar la experiencia del café.

El Reconocimiento

Acerca del A' Design Award de Bronce

In Scene Diseño de Experiencia de Marca ha ganado el A' Design Award de Bronce, un reconocimiento sumamente prestigioso concedido a diseños sobresalientes que se distinguen por su creatividad, ingenio y astucia. Los ganadores de Bronce son artefactos ampliamente hábiles y sorprendentemente creativos que acreditan la vasta experiencia, imaginación e ingeniosidad de sus diseñadores. Se espera que In Scene Diseño de Experiencia de Marca sea un objeto muy apreciado, admirado y querido, notablemente profesional e innovador. Este diseño ganador del A' Design Award de Bronce incorpora las mejores prácticas del arte, la ciencia, el diseño y la tecnología, y es excelente por su atención al detalle. In Scene Diseño de Experiencia de Marca satisface espléndidamente las necesidades, toca los deseos, encanta los sentimientos y atrae la curiosidad.

Detrás del Diseño

Kit de Prensa

Créditos, miembros del equipo y detalles técnicos proporcionados por el diseñador.

Propiedades Únicas: My Scene in Shanghai is an integrated brand renewal strategy for Shanghai Coffee, transforming coffee consumption into an immersive Haipai cultural experience. By combining narrative-driven design, visual identity, packaging, retail scenes, and interactive media, the project turns everyday consumption into a participatory urban performance, positioning the brand as a contemporary cultural symbol of Shanghai.
Dimensiones y Embalaje: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening, with dimensions approx. 300mm x 200mm x 80mm. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5, mobile-compatible, social media UGC collection, and immersive spatial design with light, scent, and sound, with modular store layouts. The visual system covers brand identity, color palette, graphic language, and dynamic motion graphics, supporting multi-platform outputs including print, digital, and motion.
Etiquetas: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tecnología de Producción: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5 testing, social media UGC collection, and immersive spatial design (light, scent, sound). The visual system encompasses brand identity, color palette, graphic language, and dynamic motion graphics.
Desafío de Diseño: The core challenge was balancing the brand’s deep historical assets with emotional engagement of contemporary young consumers. Solutions included creating a dramatic narrative framework that turns history into an interactive modern script, designing a role-playing mechanism for users to become active protagonists, and integrating online and offline touchpoints to ensure narrative continuity and immersive experience. This overcame the typical challenge of heritage brands lacking experiential and emotional resonance while considering social context, information availability, and technological feasibility.
Investigación: Type of Research: Market and user research. Research Objectives: Explore Shanghai coffee market trends, gift consumption motivations, and Gen Z cultural tourism behavior. Methodology: Desktop research and competitive analysis with consumer interviews and data analysis. Data Collection and Tools: Surveys, in-depth interviews, market data, and social media observation. Participants: Primarily Gen Z consumers and coffee enthusiasts. Results: Coffee consumption shifts from functional use to emotional and social experiences. Insights: Gift market emphasizes emotional connection and personal identity expression. Impact: Brands need to transform from traditional heritage image to immersive urban cultural IP, informing strategy, design, and marketing.
Inspiración: Inspired by Shanghai's Haipai culture, coffee heritage, and urban memory, the brand traces its origins back to 1935 as a witness to the city's evolving coffee scene. Using theatre as a metaphor, the design positions consumers as protagonists within the coffee experience, inviting them to step into the scene and reconnect with the emotional texture of the city.
Duración del Proyecto: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Flujo de Operación: Users initiate a ritualized experience through the "My Scene in Shanghai" gift box, scanning a QR code to participate in the "Haipai Coffee Moments" personality test, generating personalized cards to share on social media. Offline, participants can visit immersive stores for light-and-shadow check-ins, read the Shanghai Coffee News mini-paper, and engage in pop-up activities, forming a closed-loop experience of unboxing, testing, checking in, sharing, and repurchasing.
Miembros del Equipo: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Créditos de Imagen: Image #1: Illustrator Ziyang Wang, Jiayun Wu and Xingyue Huang, Main Visual and Supporting Design, 2026.
Image #2: Illustrator Jiayun Wu, Promotional Material Design, 2026.
Image #3: Photographer Ziyang Wang, Advertisement Photo, 2026.
Image #4: Illustrator Ziyang Wang, Character and Card Visual Design, 2026.
Image #5: Illustrator Ziyang Wang and Hong Ligu, UI Design and Interaction, 2026.